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Google appears to be experimenting with new “Listen Now” ads in search results for streaming music services including its own Google Play Music and competitors like Apple’s Beats Music. The Wall Street Journal first noticed the ads and confirmed the new format with Google:

The ads appear in searches on personal computers as well as mobile devices and are performing well for some advertisers, according to one person familiar with the results. Music services previously could have bought similar ads, but the grouping, display and labeling are new. “We’re happy to help users quickly find legitimate sources for their favorite movies, music and more via Google search,” a Google spokesman said.

Google also confirmed to The Wall Street Journal that the music services pay per click just like traditional ads it displays in search. Along with its own Google Play service and Apple’s Beats Music, the Listen Now section is also currently showing ads from Rhapsody and Spotify.

Google has experimented with other types of links for content in search results including “Watch Now” links for movies and tv that direct users to its Google Play service. It also recently laucnhed app indexing on Android, which displays a button for users to quickly launch apps from search results.